Service Marketing Research On Automobile Industry

With the development of China Automobile Industry, automobile industry marketing strategy researches are becoming more and more complicated. China automobile market is approaching the overseas mature automobile market, and some mature practice and fashion theory come into China automobile market.This dissertation is based on the service marketing theory and the situation of China automobile market. It illustrates the possibility and importance of service marketing application in automobile market firstly. After that, it analyzes the automobile industry problems from four aspects. In the end, it makes several suggestions on how to improve service marketing in China automobile industry. This dissertation consists of four chapters.The first chapter introduces the classical service marketing theory and the seven factors of service marketing.The second chapter illustrates the service marketing importance in automobile market, especially from automobile industry value chain, service profit chain and domestic macro economy environment aspect. Also, it discusses the feature and main content of automobile market service marketing.The third chapter analyses the main problems in domestic vehicle service marketing fields, including service product, service brand and service process etc.The last chapter proposes some advice on how to execute and improve service marketing in automobile industry, such as the design of service product, the building of service brand, the internal marketing, customers relationship management and service process optimization.